传统媒体的营销法则已经不能适应快速发展的新局势,受众的时间和空间无限的分割预示着媒介的碎片化时代已经来临。而从营销的角度来说,碎片化的趋势导致市场过度细分,直接后果就是广告成本不断攀高。随着媒介种类的日益增多,受众的注意力不断地被分散。调查显示,如今人们对一条广告的平均关注时间已经下降到了不足十秒钟,并且随着大众个性的 The marketing law of traditional media can no longer meet the new situation of rapid development. The fragmentation of the audience’s time and space indicates that the era of media fragmentation has come. From the marketing point of view, the trend of fragmentation led to market segmentation, the direct consequence of the rising cost of advertising. With the growing variety of media, the audience’s attention is constantly being dispersed. The survey shows that the average time people pay attention to an advertisement has now dropped to less than ten seconds, and with the public personality